Seguindo uma tendência oposta à do mercado, a Apple foi a empresa que mais cresceu com a venda de smartwatches no segundo trimestre de 2026 — embora ainda esteja em segundo lugar no ranking das maiores companhias no setor.
Com crescimento recorde em todas as regiões, a Maçã conta agora com 20,1% de market share, graças a um crescimento de 14% nas vendas em relação ao ano passado, quando ocupava uma fatia de 17% no mercado.
Segundo a Counterpoint Research, o bom resultado se deve à adoção contínua da linha de Apple Watches lançada no ano passado. O Series 11 e o SE 3, juntos, representam mais de 80% das vendas da empresa no período.
Trata-se de um movimento bastante positivo para a empresa — e pode ser considerado também uma recuperação em relação ao mesmo trimestre de 2025, quando a Maçã observou uma queda na venda de Apple Watches.
A Apple também diminuiu sua diferença em participação em relação à primeira colocada HUAWEI, que agora é responsável pela venda de 21,8% dos smartwatches globalmente — um ponto percentual a mais que no ano passado.
Ao todo, o mercado viu suas vendas diminuírem 4% após um ano. Além das duas empresas supracitadas, completam o Top 5 a imoo (7,8%), a Xiaomi (6,1%) e a Garmin (5,6%).
Apple Watch Ultra 3
Cores: natural ou preto Pulseiras: loop Alpina, loop Trail, Oceano ou estilo milanês de titânio
Material: alumínio ou titânio Cores: cinza-espacial, prateado, ouro rosa, preto brilhante, natural, dourado ou ardósia Tamanho: 42mm ou 46mm Conectividade: GPS ou GPS + Cellular Pulseiras: esportiva ou estilo milanês
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CAD renders revealed in March show Apple’s rumored foldable iPhone design
Global foldable smartphone shipments are on track to pass a major milestone by the end of 2026, with lifetime volumes expected to exceed 100 million units, according to Counterpoint Research. That would come in the eighth year of the category, which first reached commercial devices in 2019.
Foldables still make up only about 2% of the overall smartphone market, leaving substantial room to grow. Counterpoint says demand should accelerate after Apple’s expected entry, alongside stronger interest in wider book-style devices from Samsung and Huawei. Global foldable shipments are forecast to rise 37% year over year in 2027, the fastest growth rate since 2022. With that pace, the next 100 million cumulative units could arrive within about three years.
Apple is expected to make an immediate impact even with a short selling window in 2026. Counterpoint forecasts up to 6 million foldable iPhone shipments this year, giving Apple about 25% of the global foldable market and the No. 2 position behind Samsung at 38% and ahead of Huawei at 22%. The firm says that ranking would be significant so soon after Apple enters the category.
Supply, not demand, is expected to cap the early ramp. Initial production of Apple’s first foldable iPhone is likely to stay limited after this week’s expected unveiling, with sales and deliveries building gradually as availability expands by market. Associate Director Liz Lee said those constraints keep the upper end of the 2026 forecast at 6 million units, but that Apple can still take a quarter of the market and move straight into second place.
A full year of Apple sales is then expected to be a major driver in 2027. Counterpoint forecasts Apple’s foldable shipments will more than double and its share will reach 40%. Samsung remains the innovation leader in the category, while Huawei continues to be a key force in China with a wide range of designs. Other brands, including Xiaomi, Motorola, HONOR, Google, vivo and OPPO, are also preparing new foldables, including wider-format models.
Research Director Tarun Pathak said Apple’s entry will increase competition at the premium end, but the category is still small enough that there is room for several vendors to grow. The broader mix of designs and brands, he said, should help the market expand over the next few years.
Counterpoint argues the longer-term test will be user experience, not just hardware novelty. Price points remain about three times those of conventional slab smartphones, and mass-market adoption is still some years away. For now, the firm sees foldables splitting between productivity and content-consumption use cases as more premium buyers enter the segment.
MacDailyNews Take: Apple will quickly dominate the foldable smartphone market.
Apple’s first foldable iPhone is projected to ship more than 10 million units in its debut year, according to research firm IDC.
Apple will sell every foldable iPhone it can make next year and still have people lining up to buy.
Apple wasn’t first with fingerprint recognition, they were the first to do it right with Touch ID. Apple wasn’t first with facial recognition, they were the first to do it right with Face ID. Apple wasn’t first with contactless payments, they were the first to do it right with Apple Pay. — MacDailyNews, February 27, 2019
If and when Apple debuts a foldable iPhone, they’ll be showing the world how it should be done and what to copy going forward. As usual. — MacDailyNews, February 27, 2019
As with fingerprint and facial recognition, when Apple debuts a foldable iPhone, then foldable smartphones will have been done right. — MacDailyNews, January 17, 2019
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Apple dominated the premium smartphone segment in the first half of 2026, holding a commanding 65% market share, according to Counterpoint Research. The Cupertino company outpaced the broader industry as devices priced at $600 and above (wholesale average selling price) accounted for a record 29% of overall global smartphone sales.
Premium smartphone unit sales grew 5% year-over-year in H1 2026, outperforming the overall market. This marked a rise from 25% share in H1 2025 and 20% in H1 2022. Counterpoint attributed much of the latest jump to rising memory and component costs, which hit low- and mid-tier devices harder. As prices for mid-range Android phones climbed, the gap with premium models—including older or discounted flagships—narrowed, making higher-end upgrades more attractive. Manufacturers also expanded financing, trade-in, and buyback programs to improve affordability.
Apple’s premium segment shipments rose 9% year-over-year, fueled by strong demand for the iPhone 17 series, particularly the base model. This reversed a prior-year slowdown linked to intensified competition in China, the world’s largest premium smartphone market. Apple’s share edged up from 63% in H1 2025 but remains below the 74% peak recorded in H1 2022.
Global Smartphone Premium Segment Brand Unit Sales Share H1 2022 to H1 2026 Source: Counterpoint Research Global Handset Model Sales Tracker, Jun 2026 (Prelim). Premium Segment includes smartphones with a wholesale price of $600 and above.
Samsung held steady at 19% of the premium market (up from 17% in 2022) and posted 3% year-over-year growth despite a later-than-usual launch of the Galaxy S26 series. Together, Apple and Samsung controlled 84% of global premium smartphone sales, up from 82% a year earlier.
Among other players, OPPO recorded the fastest growth at 69% year-over-year, driven by its Find X9 series, while Vivo grew 20%. The remaining 16% of the premium segment was shared among Chinese brands including Huawei, Xiaomi, OPPO, and Vivo.
“Rising memory and component costs are reshaping smartphone pricing and creating opportunities for OEMs to accelerate premiumization,” said Counterpoint Senior Analyst Harshit Rastogi in a statement. “As mid-segment Android smartphone prices rise, the price gap with premium devices, especially older or discounted flagship models, is narrowing. This trend makes flagship smartphones a better upgrade option for consumers. To support this shift, OEMs are expanding financing, trade-in and buyback programs to improve affordability.”
MacDailyNews Take: The data underscores a continued shift toward higher-priced devices even as the broader smartphone market faces volume pressures. Premiumization is expected to persist, supported by better component access for leading brands, steady demand among higher-income consumers, and expanded financing options. In other words; More great news for Apple!
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A crise no mercado de DRAMs1Dynamic random access memories, ou memórias dinâmicas de acesso aleatório. e HBMs2High bandwidth memories, ou memórias de alta largura de banda., causada pelo boom das empresas de inteligência artificial (IA), pode ter alcançado seu ponto mais dramático até agora, com as produções de todas as três principais fabricantes desses tipos de componentes (Samsung Electronics, SK Hynix e Micron) já tendo sido reservadas para o ano de 2027 inteiro, segundo informações do DIGITIMES.
Além das memórias, outra categoria de componentes que tem sofrido bastante com a demanda causada por data centers de IA é a de chips NAND, muito utilizados em dispositivos de armazenamento flash (como SSDs 3Solid-state drives, ou unidades de estado sólido.). Embora a situação desses chips ainda não esteja tão apertada quanto a das memórias, fontes ouvidas pelo veículo dão conta de que a Samsung Electronics, a Micron e a SanDisk já venderam toda a sua produção para 2026 por preços altíssimos. A Kioxia e a SK Hynix, por sua vez, deverão firmar contratos parecidos com seus clientes até o fim deste mês.
Voltando para o caso das memórias, dados da Counterpoint Research dão conta de que a Samsung Electronics ficou responsável por 39% do mercado de DRAM (por receita) durante o segundo trimestre, seguida pela SK Hynix (com 26%) e pela Micron (25%). Apesar de todo o investimento nessas empresas, os rumores são de que os compradores de componentes estão recebendo apenas 60-70% dos volumes que solicitaram inicialmente, devido à capacidade de produção limitada.
Algumas dessas fornecedoras, é claro, são parceiras de longa data da Apple — que também tem sofrido com essa escassez de componentes, embora tenha conseguido absorver parte do impacto. Enquanto os iPhones têm passado ilesos por essa crise, produtos como os Macs e os iPads viraram alvo de aumentos expressivos de preços — algo que foi classificado por Tim Cook, o atual CEO 4Chief executive officer, ou diretor executivo. da empresa, como “enchente que ocorre uma vez a cada 100 anos”.
Ainda de acordo com o DIGITIMES, todos os compradores concordaram em realizar pagamentos adiantados por esses componentes, tenham eles estabelecido acordos de fornecimento multianuais anteriormente ou não. Ao que tudo indica, isso é uma resposta ao medo que muitas dessas empresas têm de que seus competidores tentem garantir o máximo de capacidade de produção possível — especialmente durante o período entre julho e agosto, que é quando a maior parte dos pedidos é feita.
Por ser uma das principais compradoras de memórias e chips NAND do mercado, é quase certo que a Apple também tenha desembolsado uma boa grana para garantir sua parcela de componentes para 2027, que é quando deveremos ver o “iPhone 20” chegar ao mercado. Não está claro, no entanto, por quanto mais tempo ela absorverá o impacto dos preços inflados — algumas pessoas, inclusive, acreditam que os próximos iPhones poderão ficar até US$300 mais caros por conta dessa crise.
3D render claiming to depict Apple’s first foldable iPhone (image: Jon Prosser)
Apple is poised to make one of the most impressive debuts in recent smartphone history. According to Counterpoint Research’s latest forecast, the company’s first foldable iPhone is expected to capture a remarkable 25% share of global foldable smartphone shipments in 2026 — its very first year (really, quarter) in the category — while helping propel the overall market to robust 21% year-over-year growth.
This is no ordinary product launch. In a segment long dominated by a handful of Android players, Apple is projected to debut in a clear second place, ahead of Huawei (24%) and closing the gap dramatically on market leader Samsung, whose share is forecast to decline from 40% in 2025 to 32%. Motorola and HONOR are expected to see further erosion of their positions, underscoring how Apple’s entry is poised to reshape the competitive landscape overnight.
Global Foldable Smartphone Shipment Share by OEM, 2025 vs 2026F Source: Counterpoint Foldable Smartphone Market Forecast
What makes this projection especially powerful is the nature of the demand Apple is expected to unlock. Counterpoint notes that Apple’s arrival will intensify competition specifically in the premium book-type foldable segment—the form factor that prioritizes productivity, multitasking, and expansive screen real estate over pure novelty. As AI features evolve beyond simple chat into everyday workflows such as document summarization, content editing, schedule management, and seamless cross-app information movement, a wider, more flexible canvas becomes essential. Apple’s anticipated design approach aligns perfectly with this shift, positioning the foldable iPhone as a natural extension of the company’s longstanding focus on refined user experience, seamless ecosystem integration, and premium craftsmanship.
Samsung is set to retain the overall lead for now, but the narrowing of its advantage to just seven percentage points over Apple highlights the disruptive force of Cupertino’s entry. Other brands that once held meaningful shares are projected to lose ground, illustrating how a single, highly anticipated Apple product can redefine market dynamics and accelerate category maturation.
The 21% growth forecast for the global foldable market in 2026 is itself a vote of confidence in the category’s future, and Counterpoint explicitly ties much of that expansion to Apple’s influence. By bringing its massive, loyal customer base, rigorous attention to durability and software optimization, and unmatched brand prestige into the foldable arena, Apple is expected to expand the total addressable market rather than merely redistribute existing demand. Premium book-style devices stand to benefit most, moving foldables further from experimental gadgets toward mainstream productivity tools.
For years, observers have waited for Apple’s carefully timed move into foldables. The Counterpoint numbers suggest that timing was deliberate and strategic. Rather than rushing to market, Apple appears positioned to enter with a product that not only claims a quarter of all foldable shipments in its first quarter, but also elevates the entire segment—raising expectations for design excellence, software polish, and real-world utility.
In short, 2026 is shaping up as the year the foldable smartphone market comes of age, and Apple is set to be one of its primary architects. Capturing 25% share on debut is more than a strong start; it is a clear signal that when Apple decides a category is ready, the industry—and consumers — take notice.
MacDailyNews Take: And, in 2027, if they don’t actually exceed Counterpoint’s projection and claim the crown straight off in Q226, after a mere three months on the market, Apple’s iPhone will be No.1 in foldable smartphones. Apple’s well-heeled customer base guarantees it.
As with fingerprint and facial recognition, when Apple debuts a foldable iPhone, then foldable smartphones will have been done right. – MacDailyNews, January 17, 2019
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The global smartphone market faced significant headwinds in the second quarter of 2026, with shipments slumping to the lowest Q2 level in 13 years due to a deepening memory chip crisis. According to Counterpoint Research, overall shipments declined sharply year-over-year. Yet Apple stood out as a bright spot, bucking the trend with resilient demand for its premium iPhone lineup.
Apple’s Strong Performance in a Challenging Market
Apple’s iPhone shipments grew by approximately 3% year-over-year in Q2 2026, even as the broader market contracted by around 11%. This growth propelled Apple to a record 20% global market share for the quarter. Key factors included:
• Sustained consumer demand for the iPhone 17 series and other premium models.
• Apple’s strategy of keeping prices stable despite rising component costs, unlike many competitors who faced pressure from the memory shortage.
• Strong performance in key regions, supported by promotions and trade-in programs.
This marks a notable achievement for Apple, highlighting the enduring appeal of its ecosystem and product quality in an environment where many Android vendors struggled with higher bill-of-materials costs and softer demand.
Top 5 Smartphone Brands Global Sell-in Shipment Share (Preliminary Data) Source: Counterpoint Research’s preliminary Market Monitor report (based on sell-in). Notes: OPPO includes OnePlus and realme. Percentage totals may not add up to 100% due to rounding.
Broader Market Context: The Memory Crisis Takes Its Toll
The memory chip shortage has ripple effects across the industry, leading vendors to adjust shipment plans and pass on higher costs. Global shipments hit multi-year lows for a Q2 period, reflecting cautious buying from both consumers and supply chains. While some brands saw sequential improvements through promotions (e.g., during China’s 618 festival), year-over-year declines dominated for most players.
Apple’s ability to maintain pricing power and grow shipments underscores its premium positioning, which has helped it capture higher revenue shares even in softer quarters.
What This Means for the Industry and Consumers
• For Apple: Hitting a record 20% share reinforces its leadership in the premium segment. With innovations like advanced AI features and consistent ecosystem updates, the company continues to attract loyal users and convert new ones, particularly in emerging markets.
• For Competitors: Brands reliant on mid-range and budget devices face tougher conditions. The memory crunch may lead to further consolidation or shifts toward value-oriented strategies.
• For Consumers: Expect continued pressure on prices in the short term, but Apple’s stable pricing offers a relative value proposition. Trade-ins and promotions could become even more important for upgrades.
MacDailyNews Take: As the memory crisis persists into late 2026 and potentially beyond, analysts will watch how Apple sustains its momentum—especially with the upcoming iPhone 18 cycle on the horizon. The company’s focus on software optimization, services growth, and selective hardware advancements positions it well to navigate challenges.
This Q2 result isn’t just a bright spot in a down market, it’s a testament to Apple’s strategic resilience. In an industry grappling with supply constraints, premium differentiation continues to pay off!
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Apple Watch Series 11, Apple Watch Ultra 3, and Apple Watch SE 3.
Global shipments of Edge AI-capable smartwatches experienced robust growth in the first quarter of 2026, with Apple maintaining overwhelming dominance in the emerging category of on-device AI wearables. According to Counterpoint Research, the Apple Watch accounted for the vast majority of these AI-enabled shipments, highlighting the company’s lead in integrating advanced intelligence directly into its devices.
Edge AI Reaches 25% Market Penetration with Strong Growth
Counterpoint Research reported that global Edge AI-capable smartwatch shipments grew by 70% year-over-year in Q1 2026, achieving a market penetration of 25%. One in every four smartwatches shipped during the quarter now features Edge AI capabilities, enabling local machine learning inference for improved speed, privacy, and efficiency.
Apple solely accounted for ~90% of Edge AI smartwatch shipments in Q1 2026. This dominance stems from its custom Neural Engine technology, which powers seamless on-device features such as Siri intent recognition, high-frequency sleep apnea monitoring, and advanced gesture detection without cloud dependency.
Health Monitoring Features Accelerate
The adoption of Edge AI aligns with rapid growth in advanced health capabilities. Shipments of smartwatches with blood pressure monitoring doubled, while those with sleep apnea detection tripled between Q1 2025 and Q1 2026. Key penetration shifts include:
• Blood pressure monitoring: rose from 11% to 23% of shipments
• Sleep apnea detection: increased from 5% to 18%
• ECG: grew from 31% to 34%
These developments reflect a broader industry move toward clinically relevant, real-time health insights powered by on-device AI.
Apple’s Overall Market Performance
Apple’s shipments grew 21% year-over-year, securing a 23% share of the total global smartwatch market. Counterpoint Principal Analyst Anshika Jain said in a statement: “Apple captured the highest shipment share and was the strongest performer in the quarter, helped by its refreshed lineup, meaningful health upgrades and the more affordable Apple Watch SE 3.”
Counterpoint’s Research Director Mohit Agrawal commented on the transition in Edge AI, “Edge AI in smartwatches is shifting from primarily a hardware integration to one that also includes software optimization. The real unlock is smaller, more efficient models and OS-level access that lets any app run inference locally. AI needs to turn from a single application into a personal layer that works on personal data. This enables instant health alerts, gesture control, and richer personalized experiences, and that is why Edge AI penetration is set to approach 32% in 2026.”
MacDailyNews Take: Counterpoint expects Edge AI penetration in smartwatches to near 32% by the end of 2026. As the category evolves from basic tracking to intelligent, personalized health and interaction tools, Apple’s integration of hardware, software, and privacy-focused AI continues to give it a substantial edge in the competitive wearable market.
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